Super Bowl

Viewers Really Like 'Halftime in America,' Don't Recall 'Chrysler' Part Quite as Well

But Doritos' Amateur Commercials Score for Both Likability and Brand Recall

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Clint Eastwood has said 'Halftime in America' isn't political.
Clint Eastwood has said 'Halftime in America' isn't political.
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Here's some cold comfort for Karl Rove: Super Bowl viewers liked Chrysler's "Halftime in America" ad, but they don't remember what brand it was meant to promote nearly as well.

So if Chrysler was not just promoting itself but rewarding President Obama for the auto bailout, as Mr. Rove has suggested, it may have only accomplished part of its mission -- at least compared with some other Super Bowl ads.

"Halftime in America" was viewers' eighth best-liked spot of the entire Super Bowl, according to research from Nielsen, but it wasn't among the ads creating the best brand recall.

The biggest winner with Super Bowl viewers by those measures was Doritos' "Sling Baby" commercial, in which a grandmother sends a baby flying to snatch a bag of chips. Viewers liked it best, according to Nielsen, and remembered which brand it promoted better than any other Super Bowl ad.

A second Doritos spot, in which a dog bribes his owner with chips after burying the family cat, was viewers' second-favorite and third most-recalled. Both commercials were the result of Doritos' annual "Crash the Super Bowl" contest.

Chevy's "Happy Grad" commercial, the winner of a similar contest, also made the best-liked list.

The average Super Bowl commercial was 42% better-liked and triggered brand recall 34% more effectively than commercials that aired in January, Nielsen said.

Nielsen Top 10 Most-Remembered 2012 Super Bowl Ads
Brand Ad Description Recall Index
1 Doritos Grandma slings baby across yard to snatch chips (:30) 177
2 M&M's M&M shows his milk chocolate (:30) 175
3 Doritos Dog buries cat and bribes owner with snack chips (:30) 173
4 Skechers Gorun -- Little dog moonwalks across the finish line (:30) 164
5 Coca-Cola Polar bear has trouble catching bottle of soda (:60) 163
6 Budweiser Bud Light -- Dog fetches drinks when his name is called (:60) 161
7 PepsiCo Melanie Amaro dumps Sir Elton John into the king's dungeon (:60) 155
8 Budweiser People drink beer from end of Prohibition to present (:60) 150
9 GoDaddy.com GoDaddy.co -- Danica Patrick and Jillian Michaels body paint a model (:30) 149
10 Budweiser Americans celebrate the end of Prohibition (:60) 145

Nielsen Top 10 Best-Liked 2012 Super Bowl Ads
Brand Ad Description Likeability Index
1 Doritos Grandma slings baby across yard to snatch chips (:30) 190
2 Doritos Dog buries cat and bribes owner with snack chips (:30) 182
3 M&M's M&M shows his milk chocolate (:30) 171
4 E-Trade Baby gives new dad financial advice (:30) 158
5 Coca-Cola Polar bear crosses everything for good luck (:30) 152
6 Budweiser Bud Light -- Dog fetches drinks when his name is called (:60) 143
7 Audi Vampires combust from car headlights (:60) 139
8 Chrysler Clint Eastwood talks about Detroit's resilience (:120) 137
9 Chevrolet New grad is ecstatic about the wrong graduation gift (:30) 130
10 Honda CR-V -- Matthew Broderick plays sick...again (:60) 129

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